When it comes to the beauty industry, reaching and engaging consumers via social media and vlogs is vital to the success of many brands. Tribe Dynamics has announced the top cosmetic, skin and hair care brands with the highest earned media value (EMV)— a "metric that quantifies the estimated value of publicity gained through digital earned media and their respective engagement levels."

According to Tribe, a specific dollar amount is assigned to each piece of content. The dollar amount is based on the perceived value of digital word-of-mouth to brands within the industry. Brands can reportedly use EMV as a way to allow for benchmarking across marketing activities and across brands.